Picture this: you’re at the makeup counter, covered in foundation swatches and out of options. You resort to mixing your own shade, but it’s still not quite right. We’ve all struggled with finding a foundation that offers the right look and feel.
Thankfully, those days are behind us. Today’s beauty brands are held to a higher standard, with beauty fans demanding more inclusive shade ranges, from alabaster to ebony. Influencers like Jackie Aina, Samantha Ravndahl and Jackie Johnson use their YouTube channels and podcasts to champion lines that cater to a wide range of skin tones, holding accountable those who don't measure up.
The founder of Too Faced, Jerrod Blandino, tapped Aina to help the brand expand its offering of their lauded Born This Way foundation. They developed 11 new shades that not only work for a broader audience but also address the lack of options for different undertones.
Even before the rise of social-media watchdogs, some brands got it right. NARS, Yves Saint Laurent and Tom Ford are go-to brands for Illiya F., a Beauty Stylist at our Seattle flagship store. “It’s rare that brands hit both extremes, but customers and makeup artists are loyal to the ones that do,” she says.
Artists and influencers alike reach for NARS concealers (named after exotic locales and crave-worthy pastries) to create a flawless canvas, no matter where you fall in the spectrum. New to Nordstrom, BECCA highlighters have reached cult status, creating a covetable, gemstone-inspired glow that doesn’t look chalky on deeper complexions.
To achieve an exact shade match, Lancôme tackles the tricky task of shade-matching with a scientific approach. At selected Nordstrom stores a Lancôme Color Expert can scan your skin and calibrate a color formula, with 72,000 potential combinations.
These ever-expanding options are the result of receptive brands and a hyper-engaged community, and this is only the beginning. Open communication is changing the beauty landscape, and everyone is welcome.
Need help finding your ideal match? Stop by one of our counters to be matched by a Beauty Stylist and take home free, customized samples.
LIGHT WITH ROSY UNDERTONES
Prep your canvas with an illuminating primer for an effortless lit-from-within glow. Using a matte formula and a dense stippling brush, build coverage in thin layers, setting the look with a fluffy brush and a sweep of pearlescent powder.
GOLDEN AND FRECKLED
Using a damp sponge, apply a light layer of blurring foundation with built-in sun protection. Define cheekbones with a stick foundation several shades deeper than your base. Try blotting papers in place of powder to keep the finish ultra-natural.
MEDIUM WITH GOLDEN UNDERTONES
Erase dark circles with neutralizing peach, lightly applied under the eyes and blended well. Simplify your routine with a cushion foundation that offers sun protection along with hydrating, semi-matte coverage. Brighten up with a lavender-tinted pressed powder, then lock in your handiwork with a mattifying setting spray.
DEEP WITH RED UNDERTONES
Using your fingers, pat a light layer of coconut water-infused liquid foundation over your face. Start in the center, then gently blend down and out for a seamless, natural look. Tap a bit of creamy concealer over any discoloration and sweep a shimmery highlighter over cheekbones and the bridge of your nose for a fetching sunlit look.